Shell has appointed Lowe Live to its agency roster, with the brief of creating a &£2m through-the-line campaign for its recently launched rescue and recovery service.
Lowe pitched against three other agencies to win the business. These included two undisclosed agencies on the Green Flag roster, Shell’s partner in the venture. The campaign will include direct marketing, point-of-purchase promotions, and regional television and press advertising in areas where Shell has a heavy presence. The TV ads break at the end of this week.
The ads will sell Shell’s service on its simplicity, and claim that it is cheaper than its competitors, such as market leaders the AA and the RAC. Shell’s service has three cover levels – local, national and European. Customers can also claim a &£10 Shell fuel voucher if the mechanic fails to reach the customer within an hour.
Shell Capital vice-president of consumer marketing Crispin Rogers says: “Shell customers said they thought it was a good idea, and we think there’s not a lot of choice out there. The company saw a gap in the market for a simpler, more cost-effective solution that doesn’t compromise on quality, but gives the motorist real peace of mind.”